The survey as a marketing tool is a valuable resource to marketers and retailers alike and for years they have been conducted on behalf of companies at prices that, on reading will immediately expel every last bit of air from your lungs. That is, of course unless you have been taken out for an equally expensive lunch prior to receiving the invoice (in this instance the price will look quite reasonable).
There are essentially three reasons why most surveys are spectacularly inaccurate:
- It's a fact that when most people are approached by a person holding a clipboard and asking questions, they lie. It is recorded that the most inaccurate survey ever was a salary survey conducted by beautiful women wearing a bikinis and of course holding clipboards.
- If the price quoted by the survey company knocks only some of the wind out of the clients lungs (usually due to the fact that the lunch wasn't quite expensive enough) the client may ask to reduce the number of people interviewed, thus taking the sample from a massive and representative 1000 people to a somewhat less accurate 100. Given the fact outlined in point one this may in-fact make the survey 10 times more accurate, but it's unlikely.
- It would be unfair for the company conducting the survey to charge such a massive fee and then tell the client that everyone isn't ecstatically happy with their product, service or anything else. So they don't. The trick is that in order to secure future business the survey company must highlight one or perhaps two “areas of concern” that should be addressed prior to another survey. Of course the survey company thinks this is very clever and worth charging more for, so they do.
A well conducted survey that incorporates a wide enough pool has its place in the marketing mix but I don't believe that it is a sound basis on which to develop a strategy for a brand / business or even to use as the sole benchmarking criteria for a brand / business, its just not enough. If you know your brand or business well enough then I have no doubt that you would accurately predict the results of the survey, it's the confirmation that you pay for. In addition to this I would also recommend that any survey results should be used internally only, no matter how great they make you look. They won't withstand critical scrutiny.
By the way the results of the survey mentioned above revealed that 80% of men who work more than 20 hours a day and earn in excess of R1m per year could be found on the beach on Wednesdays.
Craig Ballantyne
craig@fastmoving.co.za
Please feel free to make comments or raise new issues by emailing the editor
editor@fastmoving.co.za
 |
NEWSBYTES
Shoprite remains a target, says UBS
Shoprite remained a prime private equity target, investment bank UBS said after the R15.2 billion bid to acquire the retailer was called off in a major victory for minority shareholders.
Read more
Woolies in R292m BEE deal
Fashion, food and homeware group Woolworths will sell a 10% stake to employees in a black economic empowerment (BEE) deal, the company said on Monday.
Read more
Pick 'n Pay heads for the townships
Pick 'n Pay Stores is planning to move into black townships, a programme that will start by establishing franchise model family and minimarket stores in communities such as Soweto, Attredgeville, Tembisa and Vosloorus.
Read more
Sweet profits for Illovo
Sugar group Illovo Sugar's full-year headline earnings per share rose 43% to 149.1 cents, the group said on Tuesday. Illovo said turnover in the year to end-March came in 15% higher at R6.3bn, with operating profit up 38% to R1.03bn.
Read more
Buyout talk boosts emerging markets
As if emerging markets need another boost, buyouts and takeover speculation are pushing up shares from Taiwan to South Africa. Private equity investors are looking to spend the record $33 billion (R229.4 billion) they raised last year to buy firms in the developing world.
Read more
| |
INTERNATIONAL NEWS
Making Sainsbury's great again
Sainsbury's enters the third and final year of its recovery plan in buoyant form. Both sales and profits for fiscal 2006 (to 24 March 2007) showed a considerable increase, underpinned by solid like-for-likes and efficiency improvements
Read more
TV film claims Tesco and Sainsbury's stores flout hygiene rules
Two of Britain's biggest and most profitable supermarkets are tonight accused of putting public health at risk after secret filming revealed members of staff deliberately extending sell-by and use-by dates on fresh food - and of selling food unfit for human consumption to unsuspecting customers.
Read more
House: Wal-Mart, others can't be banks
Legislation barring commercial companies such as Wal-Mart and Home Depot from owning a special sort of bank overwhelmingly cleared the House on Monday.
Read more
| |
RETAIL FEATURE
| Top 30 Ranking by Planet Retail Reveals Changes at the Top Latest research by Planet Retail highlights major changes in the ranking of the world's largest grocery retailers. Its recently published Top 30 Grocery Retailers Worldwide, 2006 ranking shows that Dutch grocer Ahold is ousted from its Top 5 position, with Japanese hypermarket to convenience store operator Seven & I taking its place. Looking ahead, by 2012 Tesco is set to overtake Metro as the world's third largest grocer while German discounter Schwarz establishes itself in the Top 10. Read more |
FEATURED BRAND
 | Tydstroom Fresh Farm Chicken The current product range consists of Fresh Whole Bird, Retail Fresh Braaipacks, Retail Fresh Portions, Frozen Whole Bird, Frozen IQF Portions, Whole Chicken, Kebabs, Value Added Products, Fixed Mass Frozen Portions & Free Range Chicken. You'll taste the difference and love the goodness. Read more |
MAGAZINES
 | topCar shifts gear with new print campaign In line with their philosophy to tell it like it is - automotive publications topCar and topMotor have produced an innovative series of print advertisements that speak volumes about their brand of automotive journalism. Read more |
 | Facelift for Reader's Digest in South Africa The South African edition of Reader's Digest magazine has undergone a facelift and the June 2007 issue sports a brand new cover design as the first step in repositioning the magazine for the broader South African middle class. Read more |
BRAND NEW
| Introducing the "fruit in jar" range from Rhodes Food Group Enjoy the delicious taste of choice grade fruit (in fruit juice) packed in a convenient fridge pack size, easy to open transparent jar. Read more |  |
BRAND ACTIVITY
 | Clover Mama Afrikas - MBA's in the making They have been taught the fine art of sewing, making garments, cooking and baking and fine arts and now they know all the ins and outs of running a successful business. 19 of the 21 Clover Mama Afrikas recently successfully completed a course in Basic Finance and Business Skills. Read more |
 | Douglasdale Dairy "crates" a theft solution Milk is transported from the dairy to the distributor in milk crates which have become increasingly attractive to informal traders, formal traders and recyclers for their versatility, this has resulted in a major industry crate shrinkage problem. Read more |
| NIVEA VISAGE DNAge® Cell Renewal Anti-Age System NIVEA research and development laboratories have created an intensive and powerful Anti-Age System that rejuvenate the skin at the cell's core! Read more |  |
| Take a Fresh Look at SodaStream SodaStream has reinvented itself with a whole new range of SodaStream machines, larger bottles and a wide variety of flavours, which promises to make SodaStream a firm favourite again with familiar users and for a whole new generation of South Africans. Read more |
| Entries Closing for Carrol Boyes METAL 2007 New Designer Search: SPROUT After announcing the theme for METAL 2007 in January, Carrol Boyes is urging all South African designers to submit their entries for her New Designer Search before the closing date, 31 May 2007. Read more |
LIQUOR
| Bellingham The Maverick Strikes Gold again Bellingham celebrates gold medal winner, The Maverick Wooded Sauvignon Blanc 2005 in the fifth internationally judged Swiss International Air Line Wine Awards held at the Cellars-Hohenort Hotel on Saturday, 5th of May 2007. Read more |  |
| All eyes On SA as equivalent of half the national vineyard is Set aside for conservation South Africa's progressive and innovative Biodiversity and Wine Initiative (BWI), has caught the attention not only of the global wine market but also conservationists worldwide, as well as the growing body of retailers and consumers who are choosing to make eco-friendly purchases a part of everyday shopping. Read more |
FMCG JOBS
 | Syndicate Personnel Specialists Syndicate Personnel Specialists is a boutique Sales and Marketing Recruitment Consultancy. Through a highly sophisticated search methodology we have dominated our niche market for the past twelve years. Click here to see latest job opportunities |
FEATURED RETAIL SERVICES
 | UCS on track for R1bn |
UCS Solutions Shines at SAP Partner Awards At the annual SAP Partner Awards ceremony on Wednesday, 9 May 2007, UCS Solutions was acknowledged for their contribution to the SAP business in the areas of business development and service excellence. Read more |
RETAIL SUPPORT
 | Pyrotec wins with Guinness Ad agency, Saatchi and Saatchi decided to go with Pyrotec's innovative folded-card solution when they were given the task of promoting the world famous Guinness on St. Patrick's Day. Read more |
| Empower Your Mobile Workers Industry leaders MTN, ProScan Systems and Intermec Technologies collaborated to launch the Intermec CN3, the world's smallest rugged mobile computer to the enterprise market in southern Africa. Read more |  |
MARKETING AND ADVERTISING
 | For the activation of Brands and Brand excellence A vital cog in any communication strategy, our innovative and avante-garde brand activities drive sales and encourage awareness through interaction and infotainment - in any LSM. Read more |
EVENTS
Spice up your life at the Grand Gourmet Gallivant
It's a moveable feast as the Cape Gourmet Festival's Grand Gourmet Gallivant takes place at GrandWest Casino's various eateries in "The District" restaurant and entertainment section.
Join those in the know and ring a circle in your diary without delay for Wednesday the 23rd and Thursday 24th May 2007.
Read more
Gourmet Festival
18 - 27 May
Lovers of food, fun and the good life unite! It's Southern Africa's premier food, wine and lifestyle event, The Cape Gourmet Festival, and it promises culinary bliss!
Read more
Good Food & Wine Show
24 - 27 May - CTICC
Set your taste buds talking and get ready for some first rate celebrity chefs as they bring you mouth-watering, palate-tingling culinary delights!
Read more
Wacky Wine Weekend
1-3 June - Robertson Valley
The festival will have something for everyone: food fundis, art and music lovers, outdoor and sporty types, the young, the old, and everyone in between!
Read more
Taste The Old Mutual Trophy Wine Show Winners
The trophy, gold and silver winners from the competition judged in Paarl this week will be presented to the wine-loving public in Cape Town and Sandton within three days of the announcement of the results.
Public Tasting Cape Town: Thursday, 7 June 2007
Public Tasting Sandton: Friday, 8 June 2007
Read more
Black Diamond 2007
You can't afford to miss the latest findings from this major new study into the New Black Middle Class by TNS Research Surveys and the UCT Unilever Institute which is based on a large sample of 4 500 people and extensive qualitative research.
- 12 June 2007 - DURBAN - 9:00 to 11:30 - Holiday Inn, Garden Court
- 13 June 2007 - JOHANNESBURG - 9:00 to 11:30 - Montecasino
- 15 June 2007 - CAPE TOWN - 9:00 to 11:30 - Old Mutual Business School
Book now
Major new study shows SA black middle class booming
South Africa's black middle class, increasingly referred to as Black Diamonds, has grown by an astonishing 30% in just over a year, according to a major new study conducted by UCT/Unilever Institute of Strategic Marketing and TNS Research Surveys.
Read more
The Jo'burg Wine Show
15 - 17 June - Gallagher Estate
Following on the success of this year's inaugural Jo'burg Wine Show, plans for the 2007 show are well underway.
Read more
The Jo'burg wine show offers free trade day
The Jo'burg Wine Show, in association with Beeld newspaper will once again offer retailers and trade representatives free entrance to the show from Friday 15 June to Sunday 17 June 2007 at Gallagher Estate.
Read more
SOCAP Breakfast:
What determines a great call centre?
Thursday 28th June 2007
Read more
Africa's Big 7
15 - 17 July - Gallagher Estate
The only event of its kind: The Food, Retail and FMCG expo!
Read more
Don't miss this year's RMF international retail study tour!!
16 September to 28 September 2007
Tour: 6 nights Sydney plus 4 nights Bangkok
Read more
No comments:
Post a Comment